Sainsbury's crowdsourced Christmas campaign features George Pitcher cameo

Sainsbury's left-field approach to the Christmas ad includes a 50-minute documentary showing what Christmas is really like for people across the UK. One of the people featured is Jericho Chambers chairman and priest George Pitcher.

'Christmas in a Day': film attempts a more realistic portrayal of festive season
'Christmas in a Day': film attempts a more realistic portrayal of festive season

The supermarket chain has worked with Oscar-winning director Kevin Macdonald over the past 14 months on the 'Christmas in a Day' film, which will be released on YouTube on 29 November after a premiere at BAFTA.

It consists of clips submitted by the public, including a man who uses a spreadsheet to time his Christmas lunch to perfection, a very excited toddler and Pitcher, who asks whether Mary had to give birth in a stable because Jesus was conceived and born out of wedlock.

TV ads will act as a trailer for the film, starting tonight with a three-and-a-half-minute version taking the whole of the centre ad break during Coronation Street on ITV1.

The crowdsourced approach marks a change for the retailer, which hopes the ads will show how well it understands its customers.

Sainsbury's PR agency Blue Rubicon organised the campaign’s unveiling to journalists last Friday, an event attended by Sainsbury’s comms director Alex Cole and head of brand comms Mark Given. 

UPDATE 29 NOVEMBER: The full film has been posted online and can be watched below.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

EasyJet aimed to break the world record for the highest ever theatrical performance for Shakespeare's 450th birthday yesterday with the Reduced Shakespeare Company performing on a flight from Gatwick to Verona.

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Senior executives from IBM, Nestlé, Vedanta, GE, Cargill, Philips and Allianz will be among the speakers at PRWeek's first Global Congress.

Max Clifford trial jury reconvenes with majority verdicts direction

Max Clifford trial jury reconvenes with majority verdicts direction

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has reconvened after being told by the judge yesterday afternoon that he will now accept majority verdicts.

The latest social media fail case study: #myNYPD

The latest social media fail case study: #myNYPD

The New York Police Department's Twitter fail offers another social media lesson for organisations.